Building The Palmetto State’s Produce Brand

by | May 27, 2007

The South Carolina Department of Agriculture is embarking on a branding campaign to benefit the state’s farmers and rural communities.

From the official Press Release:

The new Certified SC branding campaign was designed to stir-up state pride and loyalty, and change South Carolinians from consumers into advocates and customers who ask for and prefer Certified SC Grown products – driving the demand for the quality, diversity and availability of homegrown products and contributing to rural economic development for the state.

According to The State, the campaign is being paid for with a one-time $600,000 allocation from the state Legislature.

The effort comes at a time when consumers are growing savvier about the food they eat and demanding more information about where it comes from and how it’s grown. Recent bouts with contaminated spinach, peanut butter and pet food have placed the issue on the national and international stage.

[UPDATE] Here’s another post I made about the state’s economic development needs, which are plentiful. South Carolina’s unemployment rate was 5.8% in April, 2007—one of the worst in the nation.